"We do run quite a series of attractive promotions. If you want to know what a great price looks like, £139 for a Vita with a Mega Pack with a memory card was probably the tastiest price we saw up to Christmas."

He continued: "We will continue to promote at opportune times. Take that as a rough guide only, and take today's market prices and the market prices you saw into and out of Christmas as a better steer as to what consumers will pay."